New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

New book (Coming soon): Building the Modern Sales Machine for proactive inside sales in distribution.

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Total Account Coverage.
TheDiscipline 90%
of Distributors Are Missing.

A proactive inside sales engine is the only channel that defends the long tail and discovers the trapped potential hiding inside your own book. Cover every account. Defend every margin dollar. Capture the EBITDA your outside reps can't see.

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24%

Average YoY
Organic Growth

75%

ROI on First- year
Investment

3x

Increase in SMB
Account Coverage
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Revenue Growth
Breaks Down in Predictable Ways

Most distribution and channel-driven organizations suffer from structural constraints, not effort constraints. Inside sales is deployed without defined coverage models, workflow discipline, or operating cadence. The result: reactive activity, uneven pipeline, and rising cost of growth.

Overextended Field Coverage

Outside sellers carry too many accounts. Proactive outreach erodes.

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Underpenetrated Long Tail Accounts

SMB accounts receive inconsistent coverage, creating margin leakage.

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Reactive Inside Sales Motion

Inbound absorbs capacity. Outbound becomes optional.

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Quote Follow-Up Leakage

Quotes lack structured ownership and closed-loop standards.

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CRM Without Execution Discipline

Systems record activity but do not drive behavior.

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No Structured Talent Bench

Hiring and onboarding gaps create recurring performance setbacks.

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Our services

Engage at Any Point in the Deal
and Value Creation Cycle

One partner across coverage, talent, enablement, and price. Growth that survives contact with the margin line.

Revenue Growth & Commercial Consulting

Coverage diagnostics, capacity modeling, and the operating architecture that tells you whether you have a market problem, a people problem, or a design problem before capital gets deployed.

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AI, CRM 
& Revenue Automation

Turn the CRM and AI stack you already own into the system your team runs on every day not just the one leadership reports from.

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Commercial 
Talent & Leadership

Structured hiring, ramp, and succession systems that protect coverage continuity as you scale headcount.

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Pricing and Margin Governance

Quantify what is leaking, install guardrails a seller can work inside,and make it hold. Margin leak diagnostic, guardrails and governance,seller adoption.

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Who We Help
And What We Do Best

Consulting
Talent
market Intelligence
AI & Automation
Design and Install the Engine
We work with leadership teams to build proactive inside sales organizations that drive measurable growth.
Our work includes:
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Strategic segmentation and account coverage design
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Rules of engagement between inside and field
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Outbound motion development
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Productivity standards and daily management rhythm
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Playbooks and coaching frameworks
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Recruiting strategy and talent assessment

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Book a Revenue Consultation

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Build the Team with Confidence
You cannot build a high performance inside sales engine without the right people. We run a dedicated recruiting practice focused on SDR and inside sales talent.
Our work includes:
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We move quickly.
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We operate on a flat fee model.
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We provide a 60 day replacement guarantee.
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We use proven sales assessments to ensure the right fit.

Explore Recruiting Services

Explore Recruiting Services

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Take Control of the Channel
If you sell through distribution, you cannot afford to sit back and wait. We help manufacturers turn inbound inside sales teams into proactive outbound channel growth teams.
Our work includes:
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Drive pull through.
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Strengthen distributor engagement.
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Increase share of wallet.
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Create visibility and accountability inside the channel.

Explore Channel Growth Solutions

Explore Channel Growth Solutions

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AI Enabled Productivity
Modern inside sales teams need better prioritization, better insights, and better workflow. We integrate practical AI tools into our engagements to help teams:
Our work includes:
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Focus on the right accounts
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Surface cross sell opportunities
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Improve call preparation
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Simplify reporting
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Increase daily productivity

Explore AI Productivity Solutions

Explore AI Productivity Solutions

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Built for the Companies
That Move Goods

You have thousands of SMB accounts your field team will never reach. We build the inside sales infrastructure to cover them — profitably and at scale.

MRO, industrial, and specialty distribution

Field-heavy teams ready to add inside sales layer

Leadership committed to organic growth targets

SMB Account Activated
PE-Backed Companies
Enterprise Sales Teams
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SMB Account Activated
3x more
Coverage
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Avg Organic Growth
24%+ YoY
Verified
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First-Year-ROI
75%
Avg
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Diagnose
3x more
Diagnose
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Diagnose
3x more
Diagnose
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Diagnose
3x more
Diagnose
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Diagnose
3x more
Diagnose
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Diagnose
3x more
Diagnose
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Diagnose
3x more
Diagnose

Built for the Companies
That Move Goods

Ready to transform your sales organization? Get a personalized 
architectural blueprint for your revenue operations.
Our work includes:
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Coverage gap audit
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Rules of engagement between inside and field
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Outbound motion development
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We Install a Working
Revenue Coverage System

Inside sales does not scale through effort. It scales through structure. Revenue Optics designs coverage architecture, installs outbound motion, aligns CRM and AI workflows, and establishes governance that sustains execution beyond launch.

Installed Components

Coverage architecture and segmentation discipline

 Structured outbound cadences

Operating model blueprint with defined role separation

Workflow mapping and task allocation clarity

CRM and AI workflows that enforce prioritization and follow-up

Performance governance and executive reporting cadence

Bar chart shows governed and standard compliance for account generation, quote conversion, pipeline, outbound activity.
Three panels showing 92% quote conversion, 175% revenue coverage, and workflow, capacity, and model governance details.

Commercial Capacity Diagnostic

Before adding headcount or funding new programs, leaders need clarity. The Commercial Capacity Diagnostic evaluates whether growth constraints are structural, workflow-driven, or behavioral delivering a build-ready operating model blueprint grounded in data and workflow analysis.

Designed for PE-backed leaders, CFOs, and commercial executives who require structural clarity before deploying capital.

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Book a Revenue Consultation

One Revenue Engine.
Three Pillars.

Inside sales does not scale through effort. It scales through structure. Revenue Optics designs coverage architecture, installs outbound motion, aligns CRM and AI workflows, and establishes governance that sustains execution beyond launch.
+45%
Pipeline Creation Increase
Proactive coverage
We define who gets called, how often, and for what objective  aligning inside and outside roles to reduce friction and protect relationships.
Outcome: Expanded coverage without expanding field cost structure.
98%
Quote Follow-Up
Adherence
Execution Discipline
Closed-loop quote follow-up, CRM ownership standards, AI-supported prioritization, and weekly operating cadence.
Outcome: Predictable, measurable pipeline creation.
90%
Onboarding Milestone Completion
Embedded Operators
Onboarding systems, coaching routines, adoption checkpoints, and performance reviews.
Outcome: Sustained execution beyond initial deployment.

Talent Infrastructure as a Core Capability

Inside sales engines degrade without structured hiring and development systems. Revenue Optics designs talent infrastructure aligned to revenue outcomes. 

Role definitions & success profiles

Recruiting workflow systems

Assessment scorecards

Structured onboarding & ramp plans

Leadership bench development

Dashboard with charts: ramp velocity, hiring capacity modeling at 113%, talent system at 90%, bench readiness at 95%.

From Diagnostic to Durable Execution

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Diagnose
We assess structural constraints, workflow friction, & pipeline health to uncover root causes impacting performance.
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Blueprint
We design a clear operating model defining coverage, workflows, and governance for disciplined execution.
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Pilot
We deploy in a controlled environment with defined KPIs to validate performance before scaling.
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Scale
We standardize the model across teams and territories to drive consistency and sustained performance.
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Outcomes that Compound

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Expanded accounts, increased profit.
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Reduced dormant account attrition
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Lower cost of growth relative to field expansion

Real-World Impact
Across Teams and Organizations

01
From Two-Person Pilot to National Engine
Scaled centralized inside sales to nearly $100M incremental annual revenue contribution.
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01

From Two-Person Pilot to National Engine

02
Hybrid Net-New and SMB Stabilization Model
Reversed SMB decline while fueling acquisition in a PE-backed distributor.

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02

Hybrid Net-New and SMB Stabilization Model

03
Enterprise Commercial Discipline at Scale
Margin expansion and EBITDA improvement across a multi-billion-dollar distributor.

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03

Enterprise Commercial Discipline at Scale

04
Diagnosing Trapped Revenue Without Headcount
Identified structural selling-time erosion and delivered a scalable blueprint.

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04

Diagnosing Trapped Revenue Without Headcount

01
From Two-Person Pilot to National Engine
Scaled centralized inside sales to nearly $100M incremental annual revenue contribution.
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01

From Two-Person Pilot to National Engine

02
Hybrid Net-New and SMB Stabilization Model
Reversed SMB decline while fueling acquisition in a PE-backed distributor.

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02

Hybrid Net-New and SMB Stabilization Model

03
Enterprise Commercial Discipline at Scale
Margin expansion and EBITDA improvement across a multi-billion-dollar distributor.

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03

Enterprise Commercial Discipline at Scale

04
Diagnosing Trapped Revenue Without Headcount
Identified structural selling-time erosion and delivered a scalable blueprint.

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04

Diagnosing Trapped Revenue Without Headcount

Book a Revenue Consultation

Book a Revenue Consultation

Built with Enterprise Grade Leadership

Revenue Optics is structured like a platform company, not a traditional consulting firm.

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Ali Hasham

Founder & CEO

New book (coming soon)

Smiling man wearing a white shirt and navy suit jacket in a modern office setting.

Ljupco Icevski

Executive Advisor, Commercial Development
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Matt Zimmermann

Executive Advisor, Finance & Operations

Ali Hasham

Founder & CEO

New book (coming soon)

Ljupco Icevski

Executive Advisor, Commercial Development

Matt Zimmermann

Executive Advisor, Finance & Operations

What Our Clients Say

"Ali ignited a growth engine. His proactive outbound model opened up a whole new segment of customers for Motion, delivering double-digit growth with SMB focused accounts. A true catalyst for organic growth."

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Randy Breaux
Group President, GPC North America

"Ali built and scaled an inside sales team from the ground up at WESCO, driving efficiencies that shortened our sales cycle and expanded our pipeline. His ability to design, recruit, and retain top talent was key."

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Former Global
VP Sales & Marketing, WESCO

"We've been in MRO distribution for decades and needed to modernize. Ali didn't just help us build an inside sales team he helped us unlock an entirely new growth engine for a $9B business."

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President
$9B Industrial MRO Distributor

"Ali ignited a growth engine. His proactive outbound model opened up a whole new segment of customers for Motion, delivering double-digit growth with SMB focused accounts. A true catalyst for organic growth."

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Randy Breaux
Group President, GPC North America

"Ali built and scaled an inside sales team from the ground up at WESCO, driving efficiencies that shortened our sales cycle and expanded our pipeline. His ability to design, recruit, and retain top talent was key."

card-img
Former Global VP Sales
& Marketing, WESCO

"We've been in MRO distribution for decades and needed to modernize. Ali didn't just help us build an inside sales team he helped us unlock an entirely new growth engine for a $9B business."

card-img
President
$9B Industrial MRO Distributor

Install the Revenue Coverage System
Your Growth Plan Requires

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The strategic RevOps partner for high growth B2B teams. We fix systems, align teams, and drive predictable revenue.
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